The Singapore Tourism Board (STB) is an economic development agency for one of Singapore's key service sectors - tourism. The mission of the Board is to develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore.
With its strategic tourism units covering the key purposes of visit by tourists, the STB will work towards revitalising traditional segments ranging from sightseeing and attractions to business travel, as well as actively tap into emerging segments such as healthcare and education services.
These initiatives will be reinforced by STB's international operations which cover the key markets in Asia, Oceania, Europe and Americas, with expanded resources to capitalise on growth markets like China and India.
STB's goal is to create exciting and innovative experiences for our visitors, in close partnership with the trade industry, thus etching forever in visitors' minds an image of Singapore as a unique and compelling destination.
To be a leading economic development agency in tourism, always pushing new frontiers, setting new benchmarks and pioneering best practices.
We develop and champion tourism, so as to build the sector into a key driver of economic growth for Singapore.
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We are focused on achieving our mission and vision. |
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We put the customer first. |
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We are proactive. We take initiative and are relentless in pursuing our goals. |
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We value knowledge as our core tool. We build deep knowledge. We use it and share it. |
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We work as a team and are boundaryless in our mindset and approach. |
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We are enterprising. We challenge norms, take risks and are willing to experiment. |
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We find passion and put fun in everything we do.
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The Singapore Tourist Promotion Board was first established in 1964 with the mandate to promote Singapore as a tourist destination. The thinking of the government then was that an organisation was needed to coordinate the efforts of hotels, airlines and travel agents in promoting the overall image of the destination.
 We began work with a small staff strength of 25. That year we welcomed 91,000 visitors.
We initiated and developed marketing campaigns. We created a symbol - the Merlion. We established travel agent licensing and tourist guide training.
Through the 1960s and 1970s, the Board actively encouraged investment in infrastructural development such as the building of hotels and tourist attractions like the Jurong BirdPark and the resort island of Sentosa.
In the 1970s, the Board marketed the city as a venue for conventions and organised events to draw visitors.
 The 1980s heralded the implementation of a S$1 billion Tourism Product Development Plan, which called for the saving of our historic districts, such as Chinatown, Little India, Arab Street and our colonial hub, and the rejuvenation of the Singapore River.
A collaborative effort undertaken by the Board and the local tourism industry resulted in the launch of a national tourism masterplan, Tourism 21: Vision of A Tourism Capital in July 1996.
On 11 January 2005, Minister for Trade and Industry, Mr Lim Hng Kiang, unveiled the Board's bold targets to ensure that tourism remains a key economic pillar by tripling Tourism Receipts to S$30 billion, doubling visitor arrivals to 17 million, and creating an additional 100,000 jobs in the services sector by 2015. These targets will drive future initiatives and catapult growth in the tourism industry over the next 10 years, catalysed by a S$2 billion Tourism Development Fund.
 The Board's new name and corporate identity were officially unveiled by the Second Minister for Trade and Industry BG (NS) George Yeo on 19 November 1997, to reflect the Board expanding its role beyond that of simply tourist promotion.
The new identity of the Singapore Tourism Board is encased in a shape derived from an architectural detail found in Singapore's Peranakan shophouses. This, together with the 'Singapore' logotype in the calligraphic script, reflects the modern, multi-cultural yet distinctly Asian nature of our island republic and its people.
The rich green colour of the identity is corporate and distinctive. It also points to the tropical Garden City that is home to the STB and continued growth of the tourism industry.
In February 2003, the Singapore Tourism Board announced a review of its strategies and resource allocation to place more emphasis on growth areas. The result of this was a re-organisation of STB's former internal structure, with the major change being the formation of eight strategic tourism units which are tasked to propel growth in the various growth sectors. Resources have also been rationalised to increase our presence in the growth markets, for instance China and India.
No single entity can determine the success of the tourism industry. While the STB acknowledges its leadership role in driving the industry, strong collaboration and support of key industry players are also critical, especially in times of crisis. The STB values long-term win-win partnerships as it believes that the sharing of experiences, expertise and resources will maximise business opportunities for the tourism sector.
The Singapore Tourism Board has an extensive network of offices spanning the globe. Currently, there are 22 Regional Offices and 2 Marketing Representatives spread over eight regions.
The ROs undertake the entire range of tourism functions from tourism marketing to investment promotion. They work together with in-market industry partners to promote Singapore to our overseas consumers, facilitate tourism companies in investment plans and business alliances, monitor competitive activities and support the development of bi-/multi-lateral agreements.
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| Singapore |
| Address: |
Singapore Tourism Board
Tourism Court
1 Orchard Spring Lane
Singapore 247729 |
| Tel: |
(65) 6736 6622 |
| Fax: |
(65) 6736 9423 |
Tourist
Information: |
1800-736 2000 (toll free in Singapore only) |
| Destination Website: |
http://visitsingapore.com | |
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Last updated on 11 August 2008
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